Flamesafe Workwear

Supercharging Flamesafe Workwear USA: From Strong Foundations to Market Momentum

Web

The Objective

Flamesafe Workwear is a US-based supplier of high-quality flame-resistant clothing that needed to rescue a recently upgraded Wix website which wasn’t converting leads, optimise their Google Advertising and SEO to generate real results, and create a lead-generating process to attract new distributors. At the same time, the brand required a stronger online presence and engagement on LinkedIn.

The Solution

Dovetail conducted a thorough audit of the website, SEO, and digital marketing strategy, uncovering several key conversion barriers. Landing pages were hiding the USP benefits and lacked proof of past customer success, while SEO and paid campaigns were misaligned and not targeting the “Become a Distributor” page.

Working within the constraints of Wix, Dovetail streamlined the main navigation, prioritised product access and distributor sign-ups, rewrote SEO-focused copy across the homepage, product pages, and distributor sections, and added messaging tailored to multiple target audiences. FR certifications were displayed more prominently to build credibility.

Digital marketing was also overhauled, with refined Google Ads campaigns featuring sharper headlines, visuals, and audience targeting to drive quality leads.

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The Result

The initial target of four quality leads per month was quickly met. The website now clearly communicates Flamesafe Workwear’s USP to all audiences, building trust in both the product and the company. Following this success, the client commissioned a full Webflow rebuild for cleaner code, improved SEO, API integration, and seamless backend workflows. Custom customer-focused booking platforms now streamline distributor onboarding, supporting Flamesafe Workwear's expansion. Dovetail continues to manage all brand, print, digital, and social marketing efforts.

"The team at Dovetail delivered results faster than we could have imagined. Our website now converts, our marketing works, and we finally feel like our online presence matches the quality of our products." - Peter Bloom, CEO, Flamesafe Workwear

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